The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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Analysis of Determinants of Eco-Friendly Food Purchase Frequency Before and After COVID-19 Using the Consumer Behavior Survey for Food

식품소비행태조사를 이용한 COVID-19 전후 친환경식품 구매빈도 결정요인분석

  • Sung-tea Kim (Region & Agricultural NETwork Chungcheong Cooperative) ;
  • Seon-woong Kim (Dept. of Agricultural Economics, Chungbuk National University)
  • 김성태 (지역농업네트워크충청협동조합) ;
  • 김선웅 (충북대학교 농업경제학과)
  • Received : 2023.04.17
  • Accepted : 2023.07.17
  • Published : 2023.08.31
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Abstract

In this research, we examined the shifts in determinants influencing the frequency of eco-friendly food purchases pre- and post-COVID-19. Our analysis utilized filtered 2019-2021 Consumption Behavior Survey data from the Korea Rural Economic Institute Food, excluding any irrational responses. Given the nature of the dependent variable, a multinomial logistic regression model was employed with demographic factors, variables pertaining to food consumption behavior, and variables concerning food consumption awareness as predictors. Following the onset of the COVID-19 pandemic, an individual's level of education was observed to positively influence the frequency of eco-friendly food purchases. In contrast, income level and fluctuations in food consumption expenditure did not appear to have a discernible impact on the purchasing frequency of such eco-friendly products. Irrespective of the advent of COVID-19, variables such as the frequency of online food purchases, the utilization of early morning delivery services, dining out frequency, and the intake of health-functional foods consistently demonstrated a positive correlation with the propensity to purchase eco-friendly foods. Overall, consumers prioritizing safety, quality, and nutrition over price, taste, and convenience in their procurement decisions for rice, vegetables, meat, and processed foods exhibit an increased inclination toward the acquisition of eco-friendly food products.

Keywords

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